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Samsung attacks Chinese rivals with new mid-range Galaxy phones

Michael Kan | Nov. 3, 2014
The Galaxy A5 and A3 will come to China in November.

Among those Chinese vendors threatening Samsung is Xiaomi, which announced its newest flagship phone, the Mi 4, in July. The phone has a metal frame, a 5-inch HD screen, 3GB of RAM and a 3080 mAh battery, all for the starting price of only 1999 yuan (US$326), or less than half of what it takes to buy Samsung's Galaxy S5 in China.

By using metal unibody designs, Samsung's new A5 and A3 phones will at least offer more flash than its previous devices, Ma said. But the company will probably have to do more than compete only on price to beat its rivals in China.

Xiaomi, for example, not only offers affordable phones, but has built up a large and loyal fan base by engaging with customers through its online activities, Ma said. "They have a near religious following that constantly gives them feedback. Does Samsung have that emotional punch?" he said. "Just putting out a cheaper phone is one of the many ingredients you need."

Samsung did not disclose the other markets where the phones would be available from November.

 

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